The French experience - Measuring the audience of a medium beyond its original form

Cross-media audience measurement has been operational in France since December 2008. This new tool requested by the French media market is an innovative approach to quantify the audiences across media.

The French experience – Measuring the audience of a medium beyond its original form

Laurent BattaisMédiamétrie, France


The development of the Internet and the advance in the media available as a result of digital technology necessiatated the addition of a Cross-Media measurement to the media by media audience analysis (see Figures 1 and 2).

Figure 1: Internet audience is strongly increasing

Figure 2: … With a user time increase

At the request of its main clients and with the support of the UDA (the French advertisers' association), Médiamétrie, together with Audipresse (measurement of the press) and Affimétrie (measurement...

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